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UX Case Study
Student Project
ZALANDO
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PROJECT OVERVIEW
To redesign Zalando's website with a user-centric approach that prioritizes accessibility and inclusivity. User research will identify pain points and opportunities for a streamlined experience, considering navigation, design, layout, and checkout, with accessibility features for all users.
The goal is to increase engagement, conversion rates, and customer loyalty while ensuring a positive experience for all users.
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UX Designer
Role
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FIGMA
Tool
Zalando`s Commitment to Sustainable E-commerce
The Road to Innovation
Design Thinking Process
EMPATHIZE
In the empathize phase, I conducted a thorough Competitor Analysis to identify opportunities for improvement. Conducting User Research and Interviews provided invaluable insights into user behaviors and expectations. Additionally, a Red Route Analysis helped me prioritize key user journeys, ensuring a focused and empathetic approach to the redesign.
Competitor Analysis
Red Route Analysis
I conducted a red route analysis activity and user interview for Zalando's website to identify pain points and areas for improvement in the user journey. The red route analysis involved identifying critical user goals, mapping out the user journey, and identifying potential pain points. In the user interview, I probed user experiences and perceptions, gaining valuable insights into user behaviors and pain points. The objective of this exercise was to provide recommendations for improvement, based on the insights gained through the analysis and interview.
Qualitative Interviews
In addition, I also gathered user feedbacks through qualitative interviews in order to pin point the challenges they face with the Zalando app. I have observed each interviewee as they navigate and explore the app.
I utilized open card sorting with 20 cards and invited the same participants from user interviews to improve the website's information architecture. By grouping cards, I gained insights that informed the design, resulting in a more user-friendly and inclusive interface.
IDEATE
In the define phase of the UX case study for Zalando, I actively pursued a thorough understanding of the project's scope. Initially,
I delineated distinct personas to grasp the diverse user landscape. Following this,
I pinpointed the central problem through meticulous research and user interviews. To foster creative ideation, I employed the dynamic "crazy 8" exercises, encouraging diverse perspectives and solutions. Collaborative note-taking on the versatile platform Miro facilitated the seamless organization and synthesis of valuable insights, establishing a solid foundation for subsequent stages in the UX design process.
This detailed approach in the define phase laid the groundwork for a well-informed and user-centric design strategy tailored to Zalando's unique needs.
Initial Sketches
PROTOTYPE
In this stage, I started to turn the low fidelity wireframes to an interactive digital product and made sure to take note of the important insights that I gathered from the UX research.
I designed a total of 12 screens prioritizing the major areas for improvement , taking into careful consideration the importance of usability, accessibility and inclusivity in design. I run through the actual high fidelity wireframes via WCAG accredited tool to ensure that I meet accessibility criteria.
CASE STUDY CONCLUSION
Prioritizing user-centered design, encompassing research, personas, and usability testing, is pivotal for ensuring the success of an e-commerce experience. The visual design holds significant sway over the overall user experience, and a well-crafted visual system can contemporize and enhance brand perception. Integrating accessibility and inclusivity considerations throughout the design process is imperative, creating a more welcoming experience for all customers. To achieve ongoing success and growth, continuous iteration and improvement, guided by user feedback and sustained collaboration, play a central role. Consistency and perseverance serve as indispensable virtues in the realm of UX design, contributing to the achievement of optimal user experiences and long-term success.